Bharat Petroleum Corporation Ltd (BPCL) has completed its periodical advertising review process and has added Law & Kenneth to its roster. The other agencies on the roster are Saatchi & Saatchi, Lowe Lintas, and Euro RSCG. Industry sources peg the BPCL ad spends in the vicinity of Rs 35 crore. The pitch process had begun in April 2011.
Anil Nair, CEO & Managing Partner, Law & Kenneth, has confirmed the news to exchange4media. All BPCL projects are open to Law & Kenneth as well now. For Law & Kenneth, the last few months have been about adding significant businesses – including getting on the roster of Hero Group, as the company gears for a massive rebranding exercise.
Commenting on the win, Sandhya Srinivasan, Chief Strategy Officer and Managing Partner, Law & Kenneth, said, “We are delighted that BPCL has selected us amongst the choice that they had. Though they are a PSU, BPCL is one of the most progressive advertisers in the country. We are looking forward to doing something innovative and different for them.”
In November last year, BPCL Retail had added Scarecrow Communication to the list too.
The pitch process was only for the creative duties; the media agency on the business continues to be Lintas Media Group.
BPCL is the first refinery to process newly found indigenous crude oil in the country. To give a background, in 1976, the Burmah Shell Group of Companies was taken over by the Government of India to form Bharat Refineries Ltd, which was renamed Bharat Petroleum Corporation Ltd in 1977. Being one of the key players, BPCL has played a substantial role in structuring the petroleum category of the country.